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首页> 外文期刊>Journal of Fashion Marketing and Management >Purchasing global luxury brands among young Korean consumers
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Purchasing global luxury brands among young Korean consumers

机译：在韩国年轻消费者中购买全球奢侈品牌

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摘要

Purpose – Since South Korea has widened its market doors to global trade, demand has been continuously on the rise for foreign luxury brands, especially from young South Korean consumers. This study aims to identify the determinants of young South Korean consumers' purchasing intentions toward foreign luxury fashion brands and their relative importance. Design/methodology/approach – The data used in this study were gathered by surveying university students in Seoul, South Korea using convenience sampling, and 319 questionnaires were used in the statistical analysis. In analyzing data, factor analysis, correlation, and regression were conducted. Findings – The results showed that all determinants, except for vanity, were significantly related to the purchasing of foreign luxury fashion brands. Regarding their relative importance, purchasing frequency was the most influential factor followed by conformity, age, consumer ethnocentrism, social recognition, and pocket money, in that order. Originality/value – For the luxury brand marketers, practical implications of why young South Korean consumers have increasing demands for foreign luxury brands, the potential market growth, consumer profiles, and marketing strategies were discussed.
机译：目的–由于韩国扩大了其通往全球贸易的市场大门，因此外国奢侈品牌（尤其是韩国年轻消费者）的需求持续增长。这项研究旨在确定韩国年轻消费者购买外国奢侈品牌的购买意愿的决定因素及其相对重要性。设计/方法/方法–本研究中使用的数据是通过对韩国首尔的大学生进行方便抽样调查而收集的，并使用319个问卷进行了统计分析。在分析数据时，进行了因子分析，相关性和回归分析。调查结果–结果显示，除虚荣心外，所有决定因素均与购买外国豪华时尚品牌密切相关。关于它们的相对重要性，购买频率是最有影响力的因素，其次是顺应性，年龄，消费者民族中心主义，社会认可度和零用钱。原创性/价值–对于奢侈品品牌营销商，讨论了为什么年轻的韩国消费者对外国奢侈品品牌的需求不断增加的实际含义，潜在的市场增长，消费者群和营销策略。

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